Hi, I'm Mahtab

My journey to UX started at home, where I'd help my parents navigate messy websites to do everyday tasks. With English as their second language, confusing pages made stressful moments harder.

An internship at a data design agency showed me designing better digital services could be a career, and a Psychology degree gave me the tools to understand people by asking the right questions. My first job taught me key research methods, identifying what people need and understanding what it means for the services they use, and since then, I've led research for public sector agencies from Discovery to Beta to understand users, and shape the digital services they rely on.

Most recently, my research has focused on exploring where AI can genuinely help people and organisations achieve their goals. When I'm not working with GOV.UK, I like to help independent and small businesses develop their digital journeys and services.